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Can B2B firms benefit from competitors' advertising? : a dynamic business environment perspective on an emerging communication form
Guenther, Peter; Guenther, Miriam - In: Industrial marketing management : the international … 102 (2022), pp. 252-265
Persistent link: https://www.econbiz.de/10013259070
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Is advertising an underappreciated driver of sales growth in B2B markets? : theoretical perspectives and empirical evidence
Guenther, Miriam; Guenther, Peter - In: Industrial marketing management : the international … 87 (2020), pp. 76-89
Persistent link: https://www.econbiz.de/10012285136
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The value of branding for B2B service firms : the shareholders' perspective
Guenther, Miriam; Guenther, Peter - In: Industrial marketing management : the international … 78 (2019), pp. 88-101
Persistent link: https://www.econbiz.de/10012026158
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Improving PLS-SEM use for business marketing research
Guenther, Peter; Guenther, Miriam; Ringle, Christian M.; … - In: Industrial marketing management : the international … 111 (2023), pp. 127-142
Persistent link: https://www.econbiz.de/10014369277